The highly anticipated collaboration between toy industry giants, Hasbro and Mattel, marks a significant milestone in the world of entertainment merchandise. For the first time, these two long-standing rivals have united their creative forces to produce an extensive range of products inspired by the globally celebrated animated feature, "KPop Demon Hunters." This partnership, unveiled at the prestigious Nuremberg Toy Fair, signals a new era of cooperation and innovation, promising fans an unparalleled collection of toys and collectibles.
Unprecedented Alliance: Hasbro and Mattel Forge a KPop Demon Hunters Empire!
A Groundbreaking Collaboration for "KPop Demon Hunters"
In a historic move, two of the largest players in the toy manufacturing sector, Hasbro and Mattel, have announced their joint venture. This remarkable partnership centers around the beloved animated movie, "KPop Demon Hunters." The unveiling of their collaborative merchandise lines at the Nuremberg Toy Fair provided an exclusive sneak peek into the diverse array of products, from intricate dolls and dynamic action figures to immersive role-play kits and engaging games, all slated for release in 2026. This initiative is a testament to the film's soaring popularity and its strong global following, as recognized by Netflix and Sony Pictures Animation.
Mattel's Diverse Offerings for Fans
Mattel's contribution to this grand collection includes a specialized American Girl series dedicated to "KPop Demon Hunters," which is now available for pre-order. This line features individually designed dolls of the Huntr/x characters, meticulously replicating their on-screen appearances. The broader collection encompasses fashion dolls showcasing the characters' iconic performance attire and their "Golden" ensembles, along with singing dolls, articulated action figures, collectible items, and keychains. Additionally, fans can look forward to appearances from the Saja Boys and other memorable moments from the film. Mattel is also expanding the franchise's reach into family-friendly games with special editions of Uno, Polly Pocket miniatures, and Little People Collector sets.
Hasbro's Engaging "KPop Demon Hunters" Collection
Hasbro brings its own unique spin to the collaboration with NERF-branded role-play equipment, meticulously designed to mimic the weaponry of the Huntr/x team. This includes Zoey's Spirit Blades, Rumi's pearlescent foam Four Tiger Sword, and Mira's distinctive Curved Moon Sword, each reflecting the characters' unique personalities and combat styles. Beyond the battle gear, Hasbro's collection features electronic light sticks for both Huntr/x and Saja Boys, engineered with IR-sync technology to create an immersive concert-like experience for fans. The collaboration also integrates classic Hasbro brands, such as Furby, with two exclusive "KPop Demon Hunters" Furblets—Derpy Tiger and the demon Jinu—offering over 45 interactive sounds, themed accessories, and convenient keychain clips. Rounding out Hasbro's offerings is a special "Monopoly: KPop Demon Hunters Edition."
A Landmark Toy Licensing Agreement
Last year, Netflix made the significant announcement that both Mattel and Hasbro, typically rivals, were jointly appointed as the global "co-master" toy licensees for "KPop Demon Hunters." This dual co-master toy license arrangement for a single property or franchise is widely considered an unprecedented event within the industry. It underscores the immense demand and high expectations Netflix holds for the merchandise derived from "KPop Demon Hunters," signaling a strategic and innovative approach to brand expansion.
